Qualitative and quantitative research methods differ in important ways. Qualitative research uses smaller sample sizes but collects more in-depth information from respondents through open-ended interviews. It aims to explore a topic rather than describe or establish causation. Quantitative research relies on larger sample sizes and standardized questionnaires to gather facts, opinions, and attitudes. It is more structured and able to establish relationships between variables but provides less detailed information per respondent. Both approaches have strengths and limitations depending on the research question.

2. DIMENSION QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
Type of question Probing Limited
Sample size Small Large
Info per respondent Much Varies
Administration Interviewers with special skills Fewer special skills required
Type of analysis Subjective, interpretive Statistical, summarisation
Ability to replicate Low High
Type of research Exploratory Descriptive or casual

3.  It can be either be either qualitative or
quantitative
 Qualitative techniques:
Focus groups
Depth interviews
Projective techniques

4.  Quantitative techniques:
a. Surveys
b. Observation
c. Experimentation

5.  Utilizes questionnaires to gather facts,
opinions, and attitudes
 Surveys collect data through:
 Personal interviews
 Telephone interviews
 Mail surveys
NB: Surveys can be internet based

6. Typical errors in assessing quality of info in survey
research:
 Random sampling errors- occurs when the
sample selected is not reflective of the general
population
 Systematic errors- occurs when there are
errors in the design of the sampling procedure

7.  A systematic process of recording the
behavioural patterns of people, objects, and
occurrences without questioning or
communicating with them
 Necessary when:
 Only method available to collect data
 Consumers reluctant to reveal correct facts
 Financial constraints of the firm
 When data to be collected can be easily observed

8.  Human Vs machine observation- presence or non
presence of human during observation
 Natural Vs contrived observation- observation from
a natural or artificially designed environment
 Disguised Vs undisguised observation- see the case
of mystery shoppers
 Structured Vs unstructured- involves systematic or
non systematic ways of recording observed items
 Direct Vs indirect observation- observing behaviour
as it occurs or past behaviour

9.  Exploits two variables namely dependent and
independent variable
 Independent variable is referred to as
experimental variable e.g. price
 Total sales can be a dependent variable
 Experimental research captures the cause-and-
effect relationships amongst the variables
understudy

10.  The experimental setting- research in a
controlled environment (laboratory), and
research in an uncontrolled setting (natural
setting), results generalised to outside people
and markets
 Manipulation of variables- have precise
knowledge about the variables to be
manipulated

11.  Selection and measurement of dependent
variables- critically establish the which is the
dependent variable
 Selection and assignment of test units-
experimental subjects must be representative
of the population being studied
 Control over extraneous and other variables-
uttermost care to be taken on those variables
that might affect the outcome of the
experiment e.g. weather, political forces

12.  Qualitative research is unstructured but does have
guidelines in order to explore the research
question.
 It centres on words, narratives, images and
concepts rather than numerical values.
 Qualitative analysis begins during data collection
and original ways are found to communicate
results.
 There is an emphasis on understanding rather
than measurement.

13. a) Focus groups discussions
b) Depth Interviews
c) Delphi techniques
d) Grounded Theory
e) Ethnography
f) Action Research
g) Semiotics

14.  A conversation between several
people sitting together, usually in a
circle.
 One person acts as a moderator,
starts the debate and intervenes
periodically to keep on-topic

15.  Depths are usually face to face
 But sometimes by phone or video
conference
 They extend to paired interviews
(friendship pairs)

16.  A forecasting method
 Unusually for qualitative research it uses a
questionnaire
 This is circulated to selected experts
 Over several rounds the questionnaire becomes
more structured as ideas are fine-tuned
 Finally the forecast is complete

17.  The researcher has a broad area of
investigation and will collect a great deal of
information
 This is then analysed very systematically
 The procedure means that the researcher will
base an explanation on the findings, so the
theory is “grounded” in the data

18.  Describes behaviour in a natural
setting
 The researcher becomes part of the
community under study, the
ethnographer enters into the
respondent’s world.

19.  The researcher participates in the "observed
event” to affect the course of events
 This approach has been used for new product
development. The researcher becomes a user
or users can be recruited to become
researchers

20.  Semiotics is the study of communication by
careful analysis of signs
 It uses any materials available

21. All qualitative projects fill gaps with likely meaning
Depths - allow probing without pressure
Groups - provide rich data
Grounded theory – has no preconceived
ideas
Semiotics – can uncover “emergent signs”
so may predict
Delphi - is powerful in forecasting
innovations

22. All techniques can lead responses in one direction
Depths – no-one to trigger questions
Groups need skilled researchers
Grounded theory - is time consuming and
intensive. Nothing may come from the data
Semiotics – relies on what material researchers
select so can be subjective

23.  Awareness of body language also helps inquiry
 The researcher must examine:
 Proxemics-The use of space, the proximity
 Kinesics- Movement and body posture
 Oculesics-Eye behaviour, gaze, eye
movements
 Vocalics.-Tone, intonation & other features of
the voice

24. o Shadowing-observe people using product
within a setting
o Behavior mapping- photograph people within a
space and observe behavior
o Consumer journey- keep track of consumer
interaction with product
o Camera journals- photo diaries of people using
the product

25. o Extreme user interviews- dialogue with people
either knowledgeable or absolute ignorant
about product
o Story telling- prompt people to tell personal
stories about their interaction with product
o Unfocus groups- general interviews with a
diverse range of people

26. THE END
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